The present study was designed and implemented with the aim of analyzing how young Iranian users use Instagram to develop their personal brand. In terms of purpose, this research is applied and of a quantitative type, which was carried out by a descriptive method, with a survey technique and a questionnaire measurement tool. The statistical population of the research includes all young citizens living in Tehran in 1403 who are Instagram users. According to Morgan's table, the sample size is 384 people. The measurement tool is a questionnaire that was executed in the form of Google Form. Alipour and Tajik Ismaili's questionnaire (2019) was used to measure the amount and type of use of Instagram in order to develop a personal brand by separating the five dimensions of brand personality among the young users under study. The results showed that among the young users studied in Tehran, in using Instagram to develop the honesty dimension of personal brand; The highest status related to acting honestly in posts and stories with an average of 4.43. The weakest situation in the honesty dimension of personal brand on Instagram is related to honestly showing one's real economic conditions, which was in the lowest...